Futurebrand creates 2015 Cricket World Cup identity

Futurebrand’s Australian office won the project following an international tender process.

The consultancy was briefed to create a logo that referenced the cultures of both Australia and New Zealand in a positive and harmonious way and conveyed the idea of unity.

Futurebrand worked with Australian graphic consultancy the Jumbana Group/Balarinji to create the motif, which combines the cultural identities of the indigenous people of both countries.

The logo features the Maori Tohora pattern, which symbolises toughness, pride and tribal culture, and Australian Aboriginal tracks, which represent the spirit of the land.

ICC chief executive Haroon Lorgat says, ‘The ICC, Cricket Australia and New Zealand Cricket have all worked together with the consultancies to produce this beautiful logo.

‘On the back of a hugely successful ICC Cricket World Cup 2011, I am sure that it will gain recognition over the next four years as we use it in promotional, marketing and partner activations.’